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How Not to Pay for Non-Converted Clicks


As an advertiser, you want your ads reach the target audience – no one is willing to pay for non-converted clicks. What do you have to do to make your ads seen only by interested clients?

First of all, you have to select keywords that are as relevant as possible to your search terms, and are oriented towards users who are motivated to take specific action set as your goal. Let’s go to Google Adwords Help Center and see what steps we have to take to create a relevant keywords list.(in order to bring killer keywords to the scene). Since Adwords Help Center has as many words as two volumes of “War and Peace”, here are the most important points.

Step 1. Put yourself in your client’s shoes

Think about how you would search for specific goods. Now write down your search queries as keywords for your campaign. For example, if you’re selling notebooks, you can enter keywords like “notebook”, or more specific queries “gaming notebook”, “notebook for study”, “light notebook”, plus you can add brand names and model numbers.

Step 2. Select keywords from general or narrow topics depending on your goal

Entering broad keywords (broad matches) like “notebook” guarantees (ensure) maximal reach, but can lead to your ad being often shown to uninterested or completely irrelevant audience. (This, however, makes your ad shown to uninterested or completely irrelevant demo). A person who searched for “notebook” might have been looking for a repair service or for accessories you don’t sell, or a just wanted to know what a notebook is. (A person typed in “notebook” could have looked for a repair service or for accessories, or just wanted to know what a notebook is). That’s why it is important to select the most relevant keywords which will provide maximum profit.

Step 3. Group similar keywords using tags

Separating keywords into different groups allows displaying more relevant ads. It will help avoid situations when ads for ASUS notebook are displayed to people who are looking for a Lenovo notebook. Also this separation will make managing your Adwords account easier.

Step 4. Select optimal number of keywords

Don’t put down thousands of keywords considering all possible wordings and spelling errors (You don’t have to plough through massive keywords library considering all possible synonyms and misspellings). Adwords will do it for you. 20 relevant keywords are enough to use for your campaign.

Step 5. Use keyword match types

It’s very convenient to manage your ads using different keyword match types. For example, with phrase match, ads will be shown to search queries which include an exact phrase match, or a very similar one.

Step 6. Use negative keywords

Important: Turn off ad display for queries that are unrelated to your goods or services.The implementation of negative keywords will not only allow you to display your ads specifically to interested clients, but also help lower your advertisement expenses. Negative keywords: what, how, and why? While the first 5 steps are pretty straightforward, negative keywords are a bit more complicated. Why do you need them? How can they improve your advertisement campaign? Let’s take a look at an example. If you search the term “handmade soap yourself” you’ll get 6 ads that can be separated into two blocks. First one corresponds to our query, and offers goods to make soap (sets, molds, materials). Second block offers us a ready-to-use soap, albeit handmade. Of course, there’s a chance that after viewing our ad a potential client will change their mind about making the soap by themselves, and will simply order some from you. However, most likely, after following the link to our website they won’t find whatever they’re looking for and just leave. In that case – you’ve paid for a click that didn’t convert. (Typing “handmade soap yourself”brings you 6 ads. Five of them sell ready-made soap. And only one ad offers step-by-step tutorial “of making soap at home”. This is a good example of broad match keywords (relevant, see?) that brings no conversion. I.e. looser keyword as we call it here at Netpeak. “handmade soap yourself” search A question arises – how do you avoid these situations? There are two options. First one: with the help of “Search terms” report, analyze the queries your ads were displayed for (what keywords are triggering your ad), and add unrelated words to the negative keyword list. From now on, your ads will not be shown for search queries not related to your product or service. Second one: use automation systems. For our clients at Netpeak we’re using a service called, which utilizes an algorithm called “Automatic negative keyword search” to automatically analyze search queries and compose a list of unrelated keywords in a form of a report. How the algorithm works? 1. The algorithm receives data from an analytics system (Google Adwords & Google Analytics and/or Yandex.Direct & Yandex.Metrika) 2. This data is analyzed according to set parameters. By default, the algorithm tracks search queries that meet the following criteria:

  • Number of sessions is greater than 10;
  • Bounce rate—over 90%;
  • Average session duration is less than 15 sec.

These settings are recommended for advertisement campaigns with more than 1000 clicks per day. To keep the analytical data up-to-date, run the analysis once a week. (or: If you need fresh data insights, weekly analysis is a must). analytical data analysis 3. The system gathers all the data and forms a report. See the example below. report with allgathered data 4. If the algorithm has sufficient permissions, it will add the ineffective search queries (will be added) to the negative keywords list. If permissions to do that are not set, then you can review the output data and manually tweak your ad campaign. Let’s look at how the algorithm works on a specific example. Initial project stats: Initial project stats The “Automatic negative keyword search” algorithm gathers ineffective search queries for the previous month. They represent around 10% of all search queries. These queries are distinguished by high bounce rate and short average session duration. The implementation of aforementioned tips will help you to make your ads and attract new clients. The review of your current content strategy with special attention to keywords and data will help you to reach your clients and stop spending money on the advertisements that do not work. Learn our proposed approaches to working with analytics and search engines and let us know whether it worked for you. Do you know any other ways of taking your ads effectiveness to the next level? Share your experience in the commentaries.

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